Molson Coors has entered into the vodka category through its latest distribution partnership with West Dorest-based vodka brand, Black Cow.
The beverage company will exclusively distribute Black Cow Vodka and Black Cow Vodka & English Strawberries in the UK off-trade from 3 April.
This comes as value growth of vodka is expected to be almost 5% each year over the next four years, according to data from Statista.
The brand, which distills the vodka using milk from its dairy farm’s herd of 250 cows, was originally created as part of the farm’s zero-waste policy.
By separating the milk, the brand is able to use curds to make cheese and whey, which would otherwise be discarded, to create the vodka.
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While Black Cow already has listings in UK supermarket giants Tesco, Morrisons and Waitrose, this partnership will help the brand to further expand its presence in the off-trade.
“Molson Coors distribution network and industry knowledge will be invaluable as we look to expand our presence while ensuring that we can remain true to our core values when it comes to quality and sustainability,” Black Cow chief executive, Oliver Barney said.
Molson Coors strategy and change director, Laura Lee added: “Black Cow is a fantastic example of an innovative British alcohol brand that brings something truly unique to the spirits market. Its zero-waste ethos and commitment to quality is perfectly aligned with our own values, making this a natural partnership.”
“Our Beverage Hub team continues to identify more growth opportunities beyond our beer and cider heartlands and Black Cow complements our expanding premium spirits portfolio. We’re confident that it will prove popular among consumers and help our off-trade customers generate more sales.”
